| Summary: | This paper attempts to discuss political communication in Malaysia especially after the 12th General Elections (GE12). The purpose of this study is to analyse the political efficacy or sense making process which involve analysing the techniques and creative execution that had been used by political parties and its effects on Malaysian voters. The results of GE 12 had fashioned a political tsunami that influenced many important aspects in the Malaysian political landscape, be it national and economic policies, social unity or campaign strategies. Therefore, the main focus of this paper is to discuss the elements and importance of political communication research in Malaysian political communication campaign by focusing on the aspects of creative execution, political information efficacy and sense making process and its impact on the choice of communication tools amongst Malaysian voters.
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